Consultancy and research

Almost half (48%) of all British shoppers say they plan to purchase from Amazon during the Black Friday sales period this year, according to a new survey.

The research, from ecommerce marketing firm Salmon, also shows that UK consumers appear to be taking a sensible approach to their spending, with 29% of people holding back their spending until products become discounted during Black Friday.

Key findings:

• Almost a third (29%) of people delay product purchases until they become discounted during Black Friday
• However, 53% are sceptical about the quality of the deals on Black Friday and whether they represent genuine savings
• More than a fifth (22%) would consider using a voice assistant to purchase online during Black Friday

However, while nearly £5billion is predicted to be spent during the sales this year (and £2.5bn online), the shine of the shopping event may be wearing off for consumers – the majority (53%) say they have become sceptical about whether certain deals are genuine and represent real savings compared to the rest of the year.

James Webster, Head of Managed Services and Peak Trading expert at Salmon said: “Black Friday is one of the biggest chances in the year for brands to capitalise on consumers’ love of a bargain – with 25million expected to open their purses for the sales bonanza this year. But the selling opportunity is mired in challenges – and the big one is the stranglehold that Amazon has on the sales period.

“Brands need to be thinking about how they can use the retail giant’s power to their advantage, but also ensure they’re not putting all their eggs in one basket and neglecting other channels; having an in-store presence, selling through online retailer sites like John Lewis and Debenhams, or tapping into other marketplaces like eBay are all important in the wider commerce strategy.”

While the research showed that smart assistants will struggle to find their voice on Black Friday, there are encouraging signs that could be set to change; a quarter (25%) of consumers would consider using a voice assistant to make a purchase in future.

Opportunities also exist for brands who take the leap into voice commerce, with 22% of consumers saying they would be more likely to shop via voice if there were exclusive Black Friday deals available through voice assistants. Entertainment products are the most likely to be bought by shoppers using voice assistants, with 35% saying they would buy music, video games and movies via voice.

“Innovation could not be more important for brands, as consumers continue to crave a digitally-driven and sophisticated commerce experience. Voice assistants are just one part of this, but it’s an area that is ready and waiting for the brand that can get the process right. Coca-Cola is the latest brand to get in on the action, offering free samples of its newest flavours for shoppers who order using an Amazon Alexa or Google Assistant. It’s deals like this that will help consumers test the waters when it comes to voice commerce, and yet another reason why brands must get their head around the innovations that will change the future of retailing.”

For more information and insight on Black Friday from Salmon, a Wunderman Commerce company, visit here.

About the research

A total of 2,000 UK consumers aged between 18 and 64 were interviewed online during September and October 2018 about their Black Friday shopping habits. The research was conducted by an independent research consultancy Censuswide.